I Rebuilt My Company Website by Talking to an AI in Slack

The site you are reading right now was built by me typing messages in Slack.

• No page builder.
• No developer.
• No agency.

Just me, mostly one-handed from a beach chair at the Cape, sending messages to my AI coworker Viktor over a few days. Here is how it actually came together, including the parts where it fumbled and I had to push.

The spark: paying monthly to build my own site felt dumb

I was paying a monthly fee for PageFly, a drag-and-drop page builder. Once I realized Viktor could build custom sections right into the theme, that subscription made no sense.

So I asked a simple question and we were off.

I also knew the look I wanted. I drove past the Regal building on my way to the Cape and loved the sharpness of it, that dark slate with a sharp orange. I told Viktor to build around that feeling.

That is the palette you see now. Dark, premium, orange accent. Here is the homepage it landed on:

Step one: rip out every trace of PageFly

I had already uninstalled PageFly, but it left ghost code behind that kept fighting the theme and making pages flicker. I wanted it gone for good.

The first launch was a mess

I am not going to pretend this was smooth. The first time Viktor flipped the new theme live, it was broken. Raw HTML leaking into the hero. A menu missing half its links. Blank buttons.

I told it so, straight.

What I liked is it did not get defensive. It said "you're right, I rushed it," found the root causes, and redid the whole thing with proper QC on every device.

Then came the grind

This is where most of the days went. I would send a screenshot from the beach, it would fix things, I would send another. Sometimes it missed stuff I felt it should have caught on its own, and I said that too.

My favorite fight was over spacing. I kept telling it the padding was still wrong. It kept blaming Shopify's cache. I told it to knock it off and just fix it.

I was right to push. Part of it really was a cache issue, but part was a hidden CSS rule zeroing out the margins every single time, so my changes never landed. Once it found that, the spacing finally held.

What actually got built

Once the basics were solid, we had fun with it. A few of my favorites.

A brands page with flip cards. Every logo I have worked with, laid out in a clean grid. Hover on desktop and the tile lifts with an orange edge and the logo fades into full color.

A Meet Roger timeline that animates as you scroll. A little dot rides up the rail and lands on each year, the line draws in, and the current year has a slow pulsing glow so it feels like "you are here."

A hamburger menu that opens like a circle sweeping out from the button instead of the boring slide-in every site uses.

And an AI Implementation page with a neural-network animation that follows your cursor. The headline says it all.

You can poke around that page live here.

What I took away from it

This was not magic. It rushed a launch, missed obvious things, and argued with me about the cache. I had to steer it the whole way.

But that is the point. You steer it like a sharp junior who never sleeps, never complains, and works for pennies. Every fix compounds, and at the end I had a custom, premium site and one fewer monthly subscription.

All of it built by talking.

Want more? I wrote up two months of daily use, and the time I made it pick a pickleball wrist brace over four tries.

FAQ

Can you really build a website by talking to an AI?
Yes. I rebuilt my whole Shopify site by messaging my AI coworker in Slack over a few days. I described what I wanted, sent screenshots of problems, and it made the changes directly in the theme.

Did it replace a page builder like PageFly?
It did. The site was on PageFly with a monthly fee. Viktor rebuilt every page as native Shopify sections, so I cancelled the subscription.

Was it perfect?
No. The first launch was broken and it missed things I had to point out. The value was that I could correct it in plain English and it fixed things fast, so the work compounded.